The Estee Lauder Companies VP, Consumer and Artist Engagement, Aveda in Blaine, Minnesota
VP, Consumer and Artist Engagement, Aveda
Vice President Consumer and Artist Engagement is responsible for leading the development and optimization of marketing, advertising, communication and content strategies that build and engage the Aveda brand community of Consumers and Artists to cultivate brand love. Leads the Consumer and Artist Engagement team to create a social first mindset to develop and execute best-in-class, integrated multi-media advertising, digital, social, global communications and Influencer strategies that build Aveda’s equity and drive growth and profitability.
Each Aveda employee will practice an individual commitment to sustainability and environmental responsibility in the workplace. We aim to steer society in a more sustainable direction for our benefit and the benefit of generations to come.
Key Roles and Responsibilities:
Consumer and Artist Engagement Strategy
Develop a strategic road map and plan to make Aveda the #1 hair care brand in social engagements and Earned Media Value (EMV) to become the only hair care brand in the top 20 beauty brands in social.
Lead the development and optimization of marketing, advertising, communication and content strategies that build and engage the Aveda brand community of Consumers and Artists to cultivate brand love. Deploy strategies to markets and Affiliates around the world.
Develop and evaluate key performance indicators (KPIs) for all Consumer and Artist engagement programs. Track performance with monthly dashboards by market and make recommendations to drive continuous improvement and positive ROI. Foster a culture of continuous experimentation and improvement.
Manage contractual agreements and relationships with agencies that support digital, social and consumer engagement platforms and strategies.
Oversee development of global social expansion strategies (i.e. platforms, programs and processes).
Collaborate with Consumer Insights and Data Analytics to leverage insights and analytics to drive Consumer and Artist engagement strategy, relevance, content performance and marketing ROI.
Collaborate with VP Global Product Marketing and ED Omnichannel Campaign to implement product and campaign messaging across the social and digital ecosystem.
Provide strategic guidance, insight and knowledge about market trends, consumer attitudes, competitors and the effectiveness of marketing strategies and tactics for the Consumer and Artist Engagement team, senior leadership and cross-functional teams.
Global Media Strategy
Lead the development of an integrated multi-media advertising strategy to increase brand awareness, engagement, conversion and advocacy with Consumers and Artists and optimize earned, paid and owned media to drive full-funnel marketing.
Deploy global media strategies, assets, guidelines, KPIs and performance dashboards to the Regional Marketing Teams for execution, implementation, tracking and reporting. Collaborate with the regions to develop locally relevant strategies as needed.
Innovate by driving media initiatives that leverage industry and consumer insights, analytics, and competitive reports to keep the Aveda at the forefront of media strategy and tactics.
Global Communications and Influencer Relations
Oversee development of the Global Communications and social media Influencer strategy.
Ensure a seamless integration of Aveda’s global communications and Influencer strategies with the overall Consumer and Artist engagement efforts.
Lead annual global budget development process for Consumer and Artist Engagement in alignment with the brand strategy. Track and adjust budget priorities as needed throughout the year to optimize ROI and meet brand NOP targets.
Collaborate with Regional Marketing Directors to provide annual budget guidelines to execute the Consumer and Artist engagement strategy.
Team Leadership and Development
Provide leadership, motivation and ongoing coaching for the marketing professionals on the Consumer and Artist Engagement team to cultivate a successful, agile and effective team.
Bachelor’s degree required, MBA a plus
15 years of experience of related marketing or global communications experience
2 years of Influencer marketing experience
Proven consumer marketing experience across social media, digital marketing, advertising and public relations/global communications
Outstanding strategic, problem solving and thought leadership skills
Excellent financial, quantitative and analytical skills
Demonstrated ability to lead projects requiring synthesis of data into actionable insights
Ability to work consistently and urgently in a faced-paced environment
Highly knowledgeable about emerging technologies, social and digital consumer usage trends and global social and digital landscape
Proven ability to lead, develop and motivate a team with a highly collaborative leadership style
Excellent communication, presentation, cross functional collaboration and relationship building skills are critical
Experience managing agency contracts and relationships
Authentic Alignment with the Aveda Mission
Primary Location: Americas-US-MN-Blaine
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 10 % of the Time
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Job Number: 175799